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Attitude

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Attitudes 7-1

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The Power of Attitudes• Attitude: – A lasting, general evaluation of people (including oneself), objects, advertisements, or issues – Anything toward which one has an attitude is called an object (Ao). – Attitudes are lasting because they tend to endure over time. 7-2

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The Functions of Attitudes• Functional Theory of Attitudes: Attitudes exist because they serve some function for the person (i.e., they are determined by a person’s motives) 7-3

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The ABC Model of Attitudes• Affect: – The way a consumer feels about an attitude object• Behavior: – Involves the person’s intentions to do something with regard to an attitude object• Cognition: – The beliefs a consumer has about an attitude object• Hierarchy of Effects: – A fixed sequence of steps that occur en route to an attitude 7-5

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Experiential Hierarchy• Emotional Contagion: – Emotions expressed by the communicator of a marketing message affect the attitude toward the product• Cognitive-Affective Model: – Argues that an affective judgment is the last step in a series of cognitive processes• Independence Hypothesis: – Takes the position that affect and cognition involve two separate, independent systems 7-8

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Smith and Wollensky • This ad for New York’s famous Smith & Wollensky restaurant emphasizes that marketers and others associated with a product or service are often more involved with it than are their consumers. 7-9

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Forming Attitudes• Not All Attitudes are Created Equal: – Levels of Commitment to an Attitude: The degree of commitment is related to the level of involvement with an attitude object • Compliance • Identification • Internalization – The Consistency Principle: • Principle of Cognitive Consistency: Consumers value harmony among their thoughts, feelings or behaviors to be consistent with other experiences 7 - 11

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Levels of Attitudinal Commitment• By describing Cadillac as “my company,” the woman in this ad exhibits a high level of attitudinal commitment to her employer. 7 - 12

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Forming Attitudes (cont.)• Cognitive Dissonance and Harmony among Attitudes: – Theory of Cognitive Dissonance: When a person is confronted with inconsistencies among attitudes or behaviors, he or she will take action to reduce the dissonance by changing an attitude or modifying a behavior.• Self-Perception Theory: – People maintain consistency by inferring that they must maintain a positive attitude toward a product they have bought or consumed• Foot-in-the-door technique: – Sales strategy based on the observation that consumers will comply with a request if they have first agreed to comply with a smaller request 7 - 13

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Attitudinal Commitment• This ad for a magazine illustrates that consumers often distort information so that it fits with what they already believe or think they know. 7 - 14

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Social Judgment Theory• Social Judgment Theory: – People assimilate new information about Ao’s based on what they already know or feel. – Attitudes of Acceptance and Rejection: People differ in the information they find acceptable or unacceptable. • Assimilation effect: Messages that fall within the latitude of acceptance tend to be seen as more consistent with one’s position than they actually are • Contrast effect: Messages falling within the latitude of rejection tend to be seen as being farther from one’s position than they actually are 7 - 15

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Balance Theory• Triad: – An attitude structure consisting of three elements • (1) A person and his/her perceptions of • (2) an attitude object, and • (3) some other person or object• Unit relation: – An element is seen as belonging to or being part of the other• Sentiment relation: – Two elements are linked because one has expressed a preference for the other• Marketing Applications of Balance Theory – Celebrity endorsements 7 - 16